As backing out of plans becomes increasingly normalized, Miller Lite positions itself as a reason to follow through on them.
Today (Jan. 8), the brand debuted a new creative platform, “Legendary Moments Start with a Lite,” starring actor Christopher Walken.
Created by agency Leo Chicago, the campaign comprises three ads that champion the joy of connecting in real life over a beer. It was inspired by research last year that found nearly 60% of adults admit to canceling plans at least once a month.
The first spot, “Ditch the Apps,” features Walken quietly admonishing a young man who would seemingly rather focus on his smartphone than meet the eye of a woman across the bar.
UNLOCK FULL ACCESS
Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.
VIEW ALL SUBSCRIPTION OPTIONS
